When BetterHelp started testing podcast ads in 2017, they discovered something unexpected: listeners actually felt grateful for their sponsorship messages. Five years and 5 million users later, the world's largest online therapy platform made the leap from advertiser to content creator with "Mind If We Talk," filling a critical gap by combining raw personal stories with clinical feedback in single episodes. Brittany Clevenger, Senior Director of Growth Marketing at BetterHelp, and Emily Rudder, VP of Acast Creative Studios, reveal how their health podcast now averages over 75,000 downloads per episode and earned a Signal Award nomination. They share why audio tactics converted more listeners than Instagram ever could, why masculinity emerged as one of the most searched mental health topics, and why healthcare brands need testing mindsets over perfect plans.

This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: ⁠healthpodcastsummit.com

Chapters

00:00 - Intro

05:39 - BetterHelp's Podcast Growth Journey

07:18 - Advertising Strategies and Attribution Insights

10:05 - Unlocking Podcasting's Global Potential

13:55 - Collaborative Growth in Podcasting

18:43 - Power of Podcasts in Marketing

22:40 - Expanding Access to Mental Wellness

25:43 - Global Advertising in Audio Markets

29:35 - Exploring Struggles with Expert Insight

30:58 - Seasonal Podcast Strategy Insights

34:13 - Foundational Content for Deeper Exploration

40:38 - YouTube Focus for Next Season

41:46 - Data-Driven Health Podcast Success

45:47 - Testing Mindset Transforms Advertising

49:33 - Healthcare Podcasts: Expanding Impact Potential

Resources Mentioned

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